公司客户关系管理是是公司发展的关键。YY 公司是一家从事房地产开发销售的股份 制公司，其客户关系管理的好坏直接关系到企业的收益及发展。当前，YY 公司比较注重 客户关系管理，针对客户关系管理出台了相应的管理体系，并把客户管理维护及客户价值 再创造作为公司工作的重要内容。但是，近年来，随着房地产行业环境的变化及其市场经 济竞争的激励。YY 企业客户关系管理面临着一定的弊端。其主要表现在顾客满意度降低， 投诉率有增无减，顾客权益得不到有效解决，企业自身服务理念下降，管理体系不完善等 方面。基于此，本文对 YY 企业客户关系管理进行了深入的分析。研究的价值在于对 YY 房地产公司实施 CRM 的状况进行分析，期望引导和推动房地产行业从“产品为中心”向 “客户为中心”和“客户终身价值管理”的转变。房地产开发企业落后于管理理念，提高 了房地产开发企业的管理水平。 本文以 YY 公司为研究对象，对房地产企业的客户关系管理（CRM）进行了探究。首 先对研究背景和研究价值及房地产公司实施 CRM 的必要性作出论述，总结国内外的相关 研究现状。其次对有关理论知识进行探索，论述了 CRM 的有关含义；介绍了 CRM 的客户 识别、服务人员管理、市场营销管理、销售管理、服务管理与客户关怀等内容；对房地产 公司的运营特征作出了探索，汇总了房地产公司的客户关系管理的相关内容。再次对 YY 公司客户关系管理现状和问题进行分析，介绍了 YY 公司的基本情况和公司结构；对 YY 公司客户管理的模式、人员构成、配套设施进行了解；通过对 YY 公司客户关系管理现状 的分析，得出 YY 公司客户关系管理的主要问题主要表现在，专业人员偏少、服务模式不 够健全、信息更新速度慢、客户服务意识不足等方面。针对 YY 公司客户关系管理中存在 的具体问题，进行更深层次的原因分析，发现造成这些问题的原因主要在于，以产品为中 心的经营理念、直线职能的组织结构、缺少对客户信息数据的管理、客户服务体系不完善。 基于对现状、问题及其原因的分析，进一步提出了 YY 公司客户关系管理的优化对策。对 YY 公司的 CRM 需求作出了详细分析，总结 YY 公司客户关系管理的目标，针对上面找出 的问题以及发掘的原因，提出了完善客户管理理念、提升企业客户满意度、将企业满意客 户转化为忠诚客户、重视对专业服务人员的培养等一系列的客户关系管理优化对策。最后 对本文的研究进行总结，得出相应结论。希望本文的研究可以为房地产企业提供一定的理 论建议，更好地完善相关公司的客户关系管理。 关键词，房地产公司；客户关系；客户关系管理；II Abstract Customer relationship management is the key to the company's development. YY Company is a joint-stock company engaged in real estate development and sales. Its customer relationship management is directly related to the income and development of the enterprise. At present, YY company pays more attention to customer relationship management, and has introduced corresponding management system for customer relationship management, and regards customer management maintenance and customer value re-creation as the important content of the company's work. However, in recent years, with the change of real estate industry environment and the incentive of market economy competition. YY enterprise customer relationship management is facing certain drawbacks. Its main manifestations are the reduction of customer satisfaction, the increase of complaint rate, the failure to effectively solve customer rights and interests, the decline of enterprise's own service concept, and the imperfection of management system. Based on this, this paper makes an in-depth analysis of YY enterprise customer relationship management. The value of the study lies in the analysis of the implementation of CRM in YY Real Estate Company, expecting to guide and promote the transformation of real estate industry from product-centered to customer-centered and customer lifelong value management. Real estate development enterprises lag behind the management concept and improve the management level of real estate development enterprises. In this paper, YY company as the research object, the real estate enterprise customer relationship management (CRM) has been explored. Firstly, the research background, research value and the necessity of CRM implementation by real estate companies are discussed, and the related research status at home and abroad is summarized. Secondly, it explores the relevant theoretical knowledge and discusses the relevant meaning of CRM; introduces CRM's customer identification, service personnel management, marketing management, sales management, service management and customer care; explores the operation characteristics of real estate companies, and summarizes the relevant content of CRM of real estate companies. Thirdly, it analyses the current situation and problems of customer relationship management of YY company: it introduces the basic situation and company structure of YY company; it understands the mode, personnel composition and supporting facilities of YY company's customer relationship management; through the analysis of the current situation of YY company's customer relationship management, it is concluded that the main problems of YY company's customer relationship management are as follows: fewer professionals and insufficient service mode. Sound, slow update speed of information, lack of customer service awareness and so on. In view of the specific problems existing in YY's CRM, this paper makes a deeper analysis of the causes, and finds that the main reasons for these problems are: product-centered businessIII philosophy, linear function organization structure, lack of management of customer information and data, and imperfect customer service system. Based on the analysis of the current situation, problems and their causes, the Optimization Countermeasures of customer relationship management in YY company are put forward. This paper makes a detailed analysis of YY's CRM requirements, summarizes YY's customer relationship management objectives, and puts forward a series of Optimization Countermeasures for customer relationship management, such as improving customer management concept, improving enterprise customer satisfaction, transforming enterprise satisfied customers into loyal customers, and attaching importance to the training of professional service personnel. Finally, this paper summarizes the research and draws corresponding conclusions. It is hoped that this study can provide some theoretical suggestions for real estate enterprises to better improve the customer relationship management of related companies. Keyword，Real Estate Enterprises; Customer Relations; Customer Relations ManagementIV 目 录 摘要......................................................................................................................................I Abstract...................................................................................................................................II 一、绪论................................................................................................................................. 1 （一）研究背景及意义................................................................................................. 1 1.研究背景.............................................................................................................. 1 2.研究意义.............................................................................................................. 2 （二）国内外研究现状................................................................................................. 2 1.关于客户关系管理内涵的研究.......................................................................... 2 2.关于房地产客户关系管理意义的研究.............................................................. 3 3.关于房地产客户关系管理问题的研究.............................................................. 3 4.关于房地产客户关系管理优化的研究.............................................................. 4 二、 相关理论概述............................................................................................................... 6 （一）客户关系管理..................................................................................................... 6 1.客户关系管理的概念.......................................................................................... 6 2.客户关系管理